By Joyce Remi Babayeju
The Director-General of the Nigerian Tourism Development Authority (NTDA), Dr. Ola Awakan, has unveiled a new digital initiative, NITOUREY, aimed at projecting Nigeria’s tourism potential to the global stage through innovative storytelling and live-streaming technology.
Awakan made this known during a media parley on the first phase of Africa’s dedicated tourism streaming hub, held Tuesday in Abuja.
He described NITOUREY as a forward-looking platform designed to showcase the richness and diversity of Nigeria’s tourism assets, leveraging digital tools, film, and multimedia content to enhance global visibility.
According to him, the initiative aligns with NTDA’s statutory mandate to regulate, market, promote and develop tourism in Nigeria.
“Tourism thrives on storytelling, visibility, and the ability of a nation to present itself to the world in a manner that is both authentic and aspirational,” Awakan said.
He explained that beyond showcasing destinations, the platform will curate immersive experiences, shape compelling narratives, and redefine how Nigeria is perceived internationally.
Awakan further noted that NITOUREY would harness the strength of public-private partnerships to unlock new opportunities within the tourism sector, particularly in an era where digital platforms significantly influence travel decisions, cultural exchange, and economic growth.
The initiative, he added, will involve collaboration with content creators, filmmakers, actors, screenwriters and documentary producers to develop engaging tourism content targeted at both local and global audiences.
He also disclosed plans for strategic partnerships with key institutions such as the Nigerian Film Corporation (NFC), National Film and Video Censors Board (NFVCB), and the National Information Technology Development Agency (NITDA), to ensure the success of the initiative in line with the Renewed Hope Agenda of Bola Ahmed Tinubu.
Awakan emphasized that NITOUREY would serve as a unifying digital bridge, amplifying Nigeria’s stories with authenticity and depth, while driving increased tourist traffic and positioning the country as a leading global destination.
Highlighting the nation’s natural heritage, he noted that iconic sites such as Zuma Rock would gain renewed global attention through the platform’s storytelling approach, boosting tourism inflow to regions like North Central Nigeria.
He also called on media practitioners to play an active role in nation-building through impactful storytelling.
“Your features, documentaries, and digital content have the power to attract investment, unlock opportunities, and inspire global interest in Nigeria’s tourism offerings,” he said.
In her remarks, the Minister of Arts, Culture and Tourism, Barr. Hannatu Musa Musawa, described NITOUREY as a bold initiative that will amplify Nigeria’s cultural narratives on the global stage.
She noted that in a digital-driven era, streaming platforms have become vital tools for cultural diplomacy, economic growth, and national branding.
Musawa added that the initiative would create opportunities for filmmakers, tourism operators, content creators, and young Nigerians within the creative ecosystem, while strengthening collaboration between the public and private sectors.
She commended the NTDA for its innovative approach to modernizing tourism promotion, describing the initiative as a significant step toward unlocking the full potential of Nigeria’s tourism and creative industries.
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